Apply avatar-led creative and build on proven angles
This video takes ideas from Alex Hormozi's advertising approach and connects them to an ecommerce creative process. The focus is on clear customer callouts, deeper iterations, and using organic content as another source of tested ideas.
1. Make the intended customer recognizable
Choose an avatar and make the creative speak to that person's work, situation, or problem. The setting, language, and examples can all make the message more specific. A broad product pitch gives you less direction than a clear reason for a particular person to care.
2. Explore angles, then go deeper
Start by finding different customer problems your product can solve. Once an angle shows promise, develop more versions around it. That could mean more specific callouts, different evidence, or different presentations of the same useful mechanism.
3. Keep profitable angles in context
A small-spend angle with the highest ROAS is not necessarily where the whole budget should go. Compare each angle's spending capacity and return against the business's required target. Several angles can contribute to the account while producing different levels of efficiency.
4. Add organic winners to the flywheel
Organic content can reveal messages that already attract attention. Bring those ideas into the same creative process as competitor research and existing ad winners. Adapt them for the paid campaign, then evaluate their ability to produce the result you need.
5. Control the testing spend
The walkthrough pairs creative volume with minimums and maximums. New ads need a fair opportunity to spend, but a viral organic clip should not absorb more budget than its paid results justify. Keep the creative idea and the business outcome connected.
Video chapters
- 0:00 The advertising principles being examined
- 0:55 Specific creative and avatar callouts
- 3:47 Going wider, then deeper on winning angles
- 5:30 Stacking angles against the target
- 6:58 Turning organic winners into ads
